BBDO Indonesia appoints three new partners to rebuild creative presence

BBDO Indonesia has appointed Michael Fabian, Marco Pim and Vincent Gunawan as three new partners, tasking them with strengthening the agency's creative presence in the Indonesian market through a leaner, partner-led operating model.

The three executives will spearhead the agency's creative offering. Fabian joins as executive creative director, Pim takes on the role of managing partner, while Gunawan becomes creative director and creative partner.

Rather than expanding into a conventional full-service agency structure, the partners intend to operate the office like a music label, keeping the team deliberately small and involving senior leadership directly in client briefs and creative production.

Don't miss: Michael Fabian joins BBDO Indonesia as executive creative director

The model will see the partners work hands-on with clients throughout the creative process, with each project treated as a partner-led production. The agency believes this structure will allow it to prioritise creative quality and maintain close involvement in the work as it grows.

The approach is already showing early commercial traction, with BBDO Indonesia securing two new clients recently, according to the agency.

Three partners, one creative ambition

Fabian brings experience across a broad range of Indonesian categories, having previously served as executive creative director at ALVA Maleo, part of FCN. His portfolio includes work for Tokopedia, Grab, BCA, Djarum, Ultra Milk, Wipol and Softex.

Among his notable projects is Tokopedia's brand-building work, which sought to establish an emotional connection with consumers in an eCommerce category traditionally driven by price and convenience. He also contributed to Softex's Padlette innovation, which transformed sanitary pad packaging into a menstrual health diagnostic tool.

Pim, meanwhile, joins from dentsu Indonesia, where he was head of strategy. He previously held strategic roles at Wunderman Thompson. His portfolio includes Suzuki Fronx's 2025 launch campaign, Dancow's "Cinta bunda sempurna" campaign and SASA's "Food feud".

Gunawan joins after seven years at Maleo and Flock, another FCN agency, where he developed a reputation for storytelling-led creative work.

One of his best-known campaigns is BCA's "Don't know? Kasih no!", which used a memorable phrase and comedian Indro Warkop to raise awareness of financial fraud. More recently, he worked on Telkomsel's 2026 Ramadan campaign, "Tombol hati".

A new chapter for BBDO in Indonesia

This comes as BBDO Worldwide looks to strengthen its global creative network under the positioning 'Do big things'.

The network is part of Omnicom, which completed its acquisition of Interpublic Group in November 2025. The subsequent restructuring consolidated its global creative agency portfolio around three networks: BBDO, TBWA and McCann. DDB, FCB and MullenLowe were retired as standalone global networks.

Against this backdrop, rebuilding BBDO's presence in Indonesia represents an opportunity to re-establish the network's relevance in one of Southeast Asia's major advertising markets.

The three partners were brought in with the backing of Rajat Basra, CEO and president director of Omnicom Media Indonesia, and CFO Lana Dardjowidjojo.

Fabian said the partners' immediate priority is to demonstrate that the network's global ambitions can translate into locally relevant creative work.

"BBDO has heritage, and the network is asking its agencies to do big things. Our job in Jakarta is to make that true here," he said. "Indonesian creativity has reached a global standard, and the next decade is ours to take. We are here to record work that earns that promise."

Beyond client work, the partners also intend to invest in developing the next generation of Indonesian creative talent, giving junior creatives exposure to work that meets global standards from the outset.

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